When considering an offshore ad production strategy, there are several considerations that can help you make a more seamless transition to a multinational creative workforce -- and save you from a world of unexpected costs and inefficiencies.
First, all outsourcing should be done in a measured way. Reducing your production costs is only worthwhile if the ads are in-brand and on-message. While many production activities can take place offshore, the lead creative and concepting exercises should still reside with your on-site creative director.
Second, choose your outsourced partner carefully. Agencies with both a strong onshore and offshore presence can literally help you sleep better at night by serving as the communication and management bridge between you and the offshore team (i.e., fewer early morning/late night calls). While they tend to be slightly more expensive than pure offshore players, these agencies have a built-in insurance policy with their onshore team. In addition, they can actually reduce timelines and increase responsiveness by establishing 24-hour onshore/offshore production cycles.
For global brands, it's also important to choose an agency that not only executes well in a distributed fashion but also has a strong understanding of the cultural sensitivities in your target geographies.
Finally, involve the offshore team early and often, just as you would an in-house production department. In addition to the creative concept, they need to understand your marketing strategy and brand execution to be successful and to add the most value. You will be pleasantly surprised at how collaboratively and efficiently an onshore/offshore team can work together once the communication processes and relationships have been established.
Anyone with offshore outsourcing experience will tell you it's not easy. But the risk is fairly minimal, the cost savings are immediate and it is an opportunity to create a competitive advantage. If your company grows money on trees, or has no pressure from investors/owners to improve profit margins, then you can afford to wait. Otherwise, take a leadership position and think seriously about doing it now rather than waiting for your competitive and financial situation to force you into it later.
David Chang is vice president at Sapient Interactive.